The landscape of professional golf is undergoing a dramatic transformation, with the rise of social media and the emergence of new leagues like LIV Golf challenging the long-held dominance of the PGA Tour. In this evolving environment, both tours are recognizing the critical need to connect with younger audiences, and they are increasingly turning to social media influencers to bridge the gap. This shift marks a significant departure from golf’s traditional marketing strategies, which have historically relied on television broadcasts and established media outlets to reach fans.
One notable example of this new approach is LIV Golf’s recent multi-year partnership with Rick Shiels Media. While not its first collaboration with a content creator, it is LIV Golf’s first with a major content creator. Shiels, a PGA professional and the world’s most-followed golf content creator with nearly 3 million YouTube subscribers, will serve as a LIV Golf ambassador, producing exclusive content at all 14 LIV Golf League events. This collaboration will see Shiels playing alongside LIV Golf stars, showcasing the league’s unique team format, and offering behind-the-scenes access to tournaments and courses.
The PGA Tour, while initially slower to embrace the influencer trend, is now actively pursuing a multi-pronged strategy to engage with golf content creators and reach new audiences.
The council includes notable figures like Paige Spiranac, Bob Does Sports, and No Laying Up, and it aims to foster collaboration and innovation in the Tour’s digital media efforts. However, the council has faced criticism and controversy, particularly regarding an incident involving Barstool Sports’ Riggs, where an internal meme portraying him in an unflattering light was circulated. This incident raises questions about the council’s effectiveness and its relationship with certain creators.
These initiatives reflect a growing recognition within the PGA Tour that it needs to adapt to the changing media landscape and find new ways to connect with younger fans.
The Demographic Divide: Reaching the YouTube Generation
The urgency of these efforts is underscored by the stark demographic divide in golf viewership. While older fans continue to consume golf content through traditional television broadcasts, younger generations are increasingly turning to digital platforms like YouTube, Instagram, and TikTok. This trend is particularly pronounced among Gen Z and millennials, who are less likely to have cable subscriptions and are more accustomed to consuming content online.
This shift is not just about where younger fans are consuming content, but also about the type of content they are engaging with. Platforms like YouTube and TikTok offer a diverse range of golf-related content, including instructional videos, trick shots, course vlogs, and comedic sketches. The accessibility of the platform and the relatable nature of many YouTube creators have also contributed to its popularity among younger audiences.
Interestingly, there is a distinct difference in the demographics of those who play golf on courses versus those who participate in off-course activities. While the median age of an on-course golfer in the U.S. is 54, younger players make up a significant portion of those who engage in off-course golf. This suggests that off-course activities may be a valuable entry point for younger generations into the sport, and both tours should consider how to leverage these activities to attract new fans.
To illustrate the potential of influencer marketing to reach a vast and engaged audience, consider the viewership numbers for the 2024 Creator Classic. The event garnered more than 2.6 million views on YouTube and engaged nearly 60 million fans across social media platforms. These figures highlight the potential of influencer marketing to reach a vast and engaged audience that may not be tuning in to traditional golf broadcasts.
The NIL Dilemma: Balancing Amateurism and Influencer Marketing
One of the key challenges facing the PGA Tour in its efforts to engage with younger audiences is its policy on Name, Image, and Likeness (NIL) for players. The PGA Tour has yet to fully embrace the trend of NIL, which allows college athletes to profit from their personal brand. This reluctance stems from concerns about maintaining the amateur status of college golfers and preserving the integrity of the game.
However, the rise of NIL in college golf has created a new dynamic, where young players are increasingly familiarizing themselves with sponsorships and endorsements before turning pro. This early exposure to brand deals and the financial benefits they offer could influence players’ decisions about which tours to join after college. The PGA Tour’s current NIL policy could put it at a disadvantage in attracting young talent compared to leagues like LIV Golf, which offer more lucrative opportunities.
TGL: A New Era of Golf Entertainment
Another factor influencing the golf landscape is the emergence of TGL, a new tech-infused golf league backed by Tiger Woods and Rory McIlroy. TGL aims to attract a younger audience with its fast-paced format, simulator technology, and emphasis on digital engagement. TGL is actively promoting itself on ESPN and other digital platforms, with a marketing campaign that emphasizes the speed and excitement of its format.
One example of TGL’s innovative approach to fan engagement is the Los Angeles Golf Club’s (LAGC) “community-first” strategy. LAGC has launched a creator-in-residence program, partnering with local influencers to connect with communities and enhance the fan experience. This initiative highlights TGL’s focus on digital engagement and its willingness to embrace new strategies to build its brand and attract fans.
The success of TGL could have a significant impact on both the PGA Tour and LIV Golf. It represents a new model for golf entertainment that caters to the preferences of younger fans, potentially forcing both tours to further innovate and adapt their formats and media strategies to remain competitive.
The Battle for Talent: Will Content Creators Choose Sides?
As the PGA Tour and LIV Golf compete for viewership and influence, there is a growing question of whether content creators will align themselves with one tour or the other. This potential “run on talent” could have a significant impact on the reach and engagement of each tour, as creators bring with them their own dedicated audiences and unique perspectives on the game.
The PGA Tour’s Creator Council and its expanded Creator Series suggest a commitment to fostering relationships with creators and integrating them into the Tour’s media strategy. However, LIV Golf’s partnership with Rick Shiels demonstrates the league’s willingness to invest heavily in individual creators and offer them unparalleled access to its events.
This competition for content creators could lead to a greater diversity of voices and perspectives in golf media, potentially benefiting both tours and the sport as a whole. The unique styles and audiences of different golf content creators could help to expand the reach of the game and attract new fans.
Navigating the New Golf Landscape
The battle for golf’s future is being waged not just on the course, but also in the digital arena. As the PGA Tour and LIV Golf compete for viewership and influence, social media influencers are emerging as key players in this evolving landscape. Both tours recognize the need to connect with younger audiences, and they are employing diverse strategies to leverage the power of influencer marketing.
The success of these efforts will depend on several factors, including the ability of each tour to balance tradition and innovation, address the NIL dilemma, and overcome negative perceptions. However, the potential rewards are significant, as influencer marketing offers a powerful tool to grow the game, connect with new fans, and shape the future of golf.
The evolving role of social media in golf also raises questions about the future of golf viewership. As younger generations continue to consume content online, both tours will need to adapt their media strategies to reach these audiences. This could involve creating more engaging and innovative content, collaborating with a wider range of creators, and exploring new platforms and technologies to connect with fans.